The paper is especially notable, because it was deliberately written as a load of rubbish and was submitted to and accepted by a peer-reviewed journal. Sokal himself wrote of it:

Nowhere in all of this is there anything resembling a logical sequence of thought; one finds only citations of authority, plays on words, strained analogies, and bald assertions.

And it was accepted by a peer-reviewed academic journal. My point is this:

Rule 1 - If someone is not clear in what they are saying, it is quite possible that what they are saying is actually a load of rubbish.

Rule 2 - If we are not clear in what we are saying, there is a high chance of everyone else writing it off as a load of rubbish.

But then again, they might think it's really clever. But it's better to be understood and disagreed with than to have people think you're clever. If Rule 1 was more widely appreciated, it would help clarity of communication greatly.